Guy Laurent Epstein

All you need to know about marketing and media facts and figure related to Paris 2024.

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"In recent months, more than a dozen new endorsement deals have been inked between brands and Chinese athletes, signaling a growing strategy to align with top sports figures ahead of the Paris Olympic Games in July. Among these, China’s dairy giant Yili Group announced its “dream team” for the Paris Olympics in April, featuring diver Quan Hongchan and sprint star Su Bingtian, as part of their efforts to invest in high-performance athletes and reinforce the brand’s values. While commercial opportunities for athletes in China are still moderated by strict state controls, emerging sports like breakdancing and skateboarding now offer new avenues for brands to engage with younger demographics. In recent years, brand collaborations with athletes, seen as lower-risk compared to entertainment celebrities, are increasingly favored by brands, especially luxury ones, across the country. This trend has intensified after several high-profile scandals involving celebrities led to significant backlash for the brands involved." https://lnkd.in/eYkY5eyc

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This makes for an interesting comparison with the most recent summer Olympic Games in Europe, London 2012. Paris 2024 has delivered slightly higher domestic sponsorship revenue - 1.2m Euros vs (allowing for inflation) London’s 1.1m - but from many more domestic sponsors; 64 in contrast to London’s 45. I wonder what some of the Paris sponsors who were earliest to sign up have made of the ever-increasing sponsor clutter around them. Clutter is on the rise in the summer Games. Tokyo 2020 had 68 domestic sponsors, a big rise on Rio 2016, which had around 30, and London 2012. And remember, sitting on top of these 64 in Paris are the IOC’s 15 global Olympic sponsors. A final point. At least 50 per cent of Paris’s sponsorship revenue is likely to have come in the form of value in kind (products and services) rather than cash. This is never reported or indeed understood by the mainstream media, but it is a standard feature of the Olympic Games operating model, because the Games is in effect a giant joint venture between the organisers and its business partners, in order to deliver the biggest and most complex sporting event on the planet. #Paris2024 #sponsorship #sportsmarketing #Olympicsponsorship

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This line of thinking is why we created Motto. In every step of the way, we are taking complexities away for those clubs and leagues. Creating a D2C proposition (including the mentioned mobile apps) with the Motto platform is only 5 minutes away :) #D2C #OTT #Saas #streaming #sports

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FTA sport's economic benefit "An independent report commissioned by the European Broadcasting Union (EBU) from Oxford Economics estimates that the economic impact of public service media (PSM) sports broadcasting contributed €4.9 billion to Europe’s GDP and supported over 60,000 jobs in 2022. The findings include direct contributions from content production and broadcasting and significant indirect and induced impacts due to supply chain spending and employees’ consumer expenditure. The study also explores wider impacts, such as the way in which PSM coverage attracts sponsorship income for sport." It's a really interesting finding. Conventional wisdom is that sports is so popular that people will pay for it, and take adverts, and so there is big incentive to keep behind a paywall. It's what still is the lynchpin for #paytv and keeps it going. That's why in the UK the Premier League is on Sky on pay-TV. In Spain La Liga is on Movistar, DAZN and Orange, Germany, DAZN Sky Deutschland etc etc. And yet, when you have big events like the World Cup both mens and womens football, the European Cup, Rugby, Cricket etc. these are on FTA, and drive much greater viewing than paytv, and even with the appeal of sports, the reach on FTA is so much greater, and it will people who wouldn't normally get involved in national events, suddenly tune in. "The report also reveals the many benefits of FTA sports broadcasting on culture and society, reinforcing the pivotal and unifying role of PSM organisations in this space. “Our analysis unveils a symbiotic relationship between free-to-air sports broadcasting and economic vitality, illustrating the far-reaching ripple effects of this dynamic industry right across the continent,” commented Doug Godden, Lead Economist at Oxford Economics and author of the report. “What’s more, providing sporting action to audiences for free has great value to the public of the countries in which EBU Members operate.”....As well as providing broader economic advantages such as leveraging additional income streams for sports through sponsorship, advertising revenue and event hosting fees (and often stimulating local tourism from visiting sports fans), FTA media exposure can also help grow and expand the fan base of ‘emerging’ sports, leading to increased gate receipts and merchandising." With the move towards #FTA #streaming i.e. #FASTchannels will we see more of a move to FTA television in the #traditionaltv sphere. Will pay-TV eventually converge with SVOD? Maintaining a paywall like this? #television #sports #livesports #football #livefootball #livetv #tvindustry #mediaindustry https://lnkd.in/eQqkibjK

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Full house in Lausanne for my keynote on the New Frontier in Sports Entertainment in partnership with the excellent Will Case at the Host Fed Summit with Major Events International Ltd. And, yes, we actually did have dramatic walk on music to get the 100+ delegates (fans?) buzzing! It was the Olympic Museum after all. If you read the overview below and would like a personal run through of the research and evidence that sits behind this - and some guidance on strategy, content and best practice - happy to set up a call. Keynote covered: From people to pixels, successful event-driven Fan Engagement turns audiences into sports evangelists and brand advocates who will join, grow and support your sports eco-system. Using the best examples from the world of sport and other entertainment markets and non-sport verticals (gaming, retail, fashion, TV) we explore how Fan Experience and Sport Presentation coincide to not only raise your sports value but also improve the live event experience for all fans. Covering the key phases and beats of major events, highlighting formulas for creativity and success, The Sports Presentation Company (part of the Smyle Group) & Creative Technology will unlock the huge potential of this fast-evolving and attractive sector sharing how it can amplify and grow your sport.

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DAZN's acquisition of Ligue 1 domestic rights has elicited mixed reactions from fans and consumers in France, as highlighted by a recent survey conducted by ODOXA: 1. #Piracy Concerns: 2.5 million French people, approximately 5% of the population, admit to watching football illegally. 2. Younger Demographics: Among those under 35, the rate of illegal streaming jumps to 11%. 3. Price Sensitivity: DAZN’s subscription price of €30 is close to the €23 that fans indicated they were willing to pay. 4. Increased Piracy Fears: 65% of respondents believe that DAZN acquiring the rights will lead to a rise in piracy. 5. Free-to-Air Viewership: 27% of football viewers watch only when it's available on free-to-air channels. 6. Viewing Habits: 52% of respondents don't watch football at home. 7. Multiple Subscriptions: 6% of viewers use multiple pay-TV services, compared to 12% who subscribe to just one. 8. Diminishing Interest: 54% of respondents said their interest in Ligue 1 will decrease due to the rights change. 9. Tender Process Criticism: 69% of respondents believe that the LFP mishandled the tender process. Why is this happening? In my opinion, the pushback stems from DAZN being a relatively new player in the French market, where they still need to build trust and credibility with consumers. People generally resist change, and this acquisition represents a significant shift. What’s Next? Both DAZN and the LFP have exit clauses throughout the course of the agreement, which adds an element of uncertainty. However, it’s in everyone’s best interest for this partnership to succeed. DAZN faces the challenge of gaining a critical mass of subscribers to justify the investment, but their success in similar markets like Italy and Germany suggests they have the potential to make this work long-term. DAZN’s patience in securing a price they deemed suitable could ultimately lead to a significant win for the streaming platform. Will they be able to overcome this initial consumer pushback? #sportsbiz #streaming https://lnkd.in/dv84Bvvs

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"We lead with passion and purpose to drive profitability, where we never sacrifice impact for profit or profit for impact." Julie Uhrman, co-founder and president of Angel City Football Club, was our guest on the World Football Summit podcast this week and she delivered a remarkable sports business masterclass. Here's why: 👉 Women's sports aren't charity—they're serious business. Angel City FC is rewriting the playbook, proving that purpose and profit can play on the same team. They've built a huge brand that has global ambitions while maintaining a local pulse, generating revenue through innovative sponsorships and merchandise while maintaining a strong community focus. It’s more than women's football, it's a movement. 👉 Pricing isn't just about numbers—it's about respect. When you pay $5 to see world-class athletes, what message are you sending? Angel City's bold pricing strategy isn't just about revenue—it's a value statement. By pricing tickets to reflect the quality of play, they're challenging perceptions and educating fans. It's a powerful reminder: you wouldn't pay peanuts to see Messi, so why should it be different for top women players? 👉 Forget storytelling. It's time for storydoing. Angel City doesn't just talk about diversity and inclusion—they live it, breathe it, and score goals with it. From their diverse player roster to their inclusive game-day experiences, their actions speak louder than any marketing campaign ever could. It's not about what you say; it's about what you actually do. 👉 Tomorrow's soccer clubs aren't just teams—they're platforms for change. The Angel City Equity Summit? That's just the beginning. Angel City FC is showing us that a soccer club can be so much more than 11 players on a pitch. They're a catalyst for social impact, a hub for community engagement, and a powerful voice in the fight for equity. They're proving that sports can be a vehicle for broader societal change. 👉 The future of football isn't just about who's on the pitch—it's about equity across the board. As Julie puts it, "The football we want is pay equity for the players. The football we need is equity for women's sports." Angel City FC isn't just changing the game—they're creating an entirely new playing field. They're showing us what's possible when we invest in women's sports with the seriousness and passion they deserve. Interviewing Julie was a career highlight; a huge thank you to her and the entire Angel City FC team for the opportunity to learn from you. The question now isn't whether women's sports can be profitable. The question is: are we bold enough to invest in them like we mean it? Are we ready to challenge our assumptions and create a new paradigm in sports? Available on your favorite podcast platform!

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"A growing yet cautious confidence in the sports markets suggests there are significant pockets of potential for those organisations willing to take bold actions, embrace new routes to growth and adopt leading technologies". "This year, results show that the big winners are likely to be... those who are willing to innovate and invest in products to meet the needs of their evolving fanbase." The new PwC Sports Survey indicates that the future of sport lies in the deep understanding of fans, driven by embracing innovation with strategic investment in new technologies in order to deliver real transformation and find growth. Built for sport, Cortex technology connects data, content and commercial inventory, elevating the fan experience and generating new multi-channel revenue opportunities. 👉 Find out more about Cortex: https://www.cortextech.io/ And download the full PwC Survey here - https://lnkd.in/dKpvsYSb #FanData #Digital #AudienceGrowth #Revenue #Technology #Sport

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𝐄𝐗𝐂𝐋𝐔𝐒𝐈𝐕𝐄: IMG has retained the Eredivisie’s international broadcast rights, while Infront Sports & Media AG has secured global betting video rights, SportBusiness understands. IMG’s new five-year deal extends its representation of Eredivisie CV media rights to three decades, bolstering its football portfolio. The Eredivisie’s decision to split the international media and betting video rights comes amid uncertainty about IMG Arena’s future, as it navigates internal shifts and sale discussions. ✍️ Martin Ross, Jonathan Rest & Callum McCarthy 🔗 https://lnkd.in/ecM5Sz6J

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Let’s go.

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FIFA and EA Sports have split due to disputes gaming fans say are caused by "greed"🤑. EA has released EA FC24, but Is this the end of FIFA making football games or the beginning of a new partnership with EA Sports rivals? Read my article on my gaming and tech website Tshwane Gaming for a breakdown of the beef⚽. #EAFC24 #FIFA #esports #gamingnews #EASports

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Celebrating it's 10th anniversary, still a good 'un every single year, click below to find out why! Well done team SportBusiness Imran Yusuf Ben Stevenson Callum McCarthy Matthew Storey Maria Kholodova Ida W. Gabriela Coelho 👏 🎯 #MediaRights #SportBusiness #GlobalMediaRights #DataIntelligence #SportIndustry #SportMediaRights

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A trend has gained strong momentum in the world of sports sponsorship! 💡SailGP recently partnered with ROLEX. LVMH were all over at the Paris 2024 - Comité d'organisation des Jeux Olympiques et Paralympiques de 2024. Brands like Prada Group and Burberry have also stepped into the sports arena 💡Luxury brands are increasingly tapping into the world of sports sponsorship, recognizing the unique opportunities it presents for brand visibility and consumer engagement. As highlighted in a recent Forbes article, this trend is not merely about attaching a logo to an event; it's about crafting a narrative that resonates with both luxury consumers and sports enthusiasts alike 💡𝐋𝐮𝐱𝐮𝐫𝐲 𝐱 𝐒𝐩𝐨𝐫𝐭𝐬 🔎𝑺𝒕𝒓𝒂𝒕𝒆𝒈𝒊𝒄 𝑷𝒂𝒓𝒕𝒏𝒆𝒓𝒔𝒉𝒊𝒑𝒔: Luxury brands like LVMH are making significant moves, such as their sponsorship deal with Formula 1. This partnership would not only elevate brand visibility but also align luxury with the high-octane excitement of motorsport, appealing to affluent audiences globally 🔎𝑪𝒖𝒍𝒕𝒖𝒓𝒂𝒍 𝑹𝒆𝒍𝒆𝒗𝒂𝒏𝒄𝒆: The intersection of luxury and sports is becoming a cultural phenomenon. Brands like Prada and Burberry are stepping into this arena by collaborating with teams and athletes, thereby capturing the attention of younger demographics who value both fashion and athleticism 🔎𝑨𝒕𝒉𝒍𝒆𝒕𝒆𝒔 𝒂𝒔 𝑨𝒎𝒃𝒂𝒔𝒔𝒂𝒅𝒐𝒓𝒔: Athletes are now seen as style icons, bridging the gap between sports and luxury fashion. Collaborations with figures like Cristiano Ronaldo and LeBron James illustrate how sports stars can amplify brand narratives, making luxury more accessible to a wider audience while maintaining its aspirational allure 🔎𝑬𝒙𝒑𝒂𝒏𝒅𝒊𝒏𝒈 𝑴𝒂𝒓𝒌𝒆𝒕 𝑹𝒆𝒂𝒄𝒉: The global sports market is projected to grow significantly, providing luxury brands with an opportunity to engage with diverse audiences. By sponsoring events like the Olympics or partnering with popular teams, these brands can leverage the massive viewership to enhance their brand equity 🔎𝑺𝒉𝒂𝒓𝒆𝒅 𝑽𝒂𝒍𝒖𝒆𝒔: Both luxury brands and sports embody values such as excellence, performance, and prestige. By aligning themselves with athletes who exemplify these qualities, luxury brands can create authentic connections with consumers that transcend traditional marketing strategies As luxury brands continue to invest in sports sponsorships, they are not just seeking visibility but are also redefining their brand identities in a way that resonates deeply with modern consumers. This evolving landscape presents exciting opportunities for both sectors to thrive collaboratively, enhancing the overall experience for fans and customers alike #sports #sportsbiz #sportsbusiness #sportssponsorship #sponsorship #SailGP #olympics #rolex #LuxuryBrands #MarketingStrategy #sportsmarketing #brandpartnerships #luxury #brand #burberry #prada #lvmh

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The new UEFA-FIFPRO Memorandum of Understanding, which aims to boost player representation, reinforces the general trend towards greater rights of individuals, via their unions. The MoU sets out principles of co-operation between the two bodies relating to improving employment conditions, player health and safety and the development of the women's game. It looks to achieve this via increased dialogue and UEFA will host an inaugural Players Advisory Forum in November to engage directly on these issues. We've previously discussed this important topic in our article https://lnkd.in/eN_eHgcs – we await the outcome of FIFPRO's challenge against FIFA's control over the international fixture calendar and will keep a close eye on further developments in this space! #emplaw #sportslaw

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Such an insightful interview with Evan and well worth a read. “Companies must be strong on a technological level and innovate continually. Failing to do so means falling behind in an industry that's rapidly evolving.” “Data is really your currency. And the fact is, five years ago, you could get away with not having [data objectives] as a company, but today, you can't get away. It demands a lot of resources and effort, but it’s a must-do.” #data #fanexperience #euroleague #digitalplatforms #digitalmarketing

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Great panelists to discuss an increasingly relevant topic in the industry: looking forward!

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